Influencer marketing has rapidly become one of the most powerful tools in a marketer’s playbook. No longer confined to celebrity endorsements or fleeting content trends, today’s influencer strategies are rooted in deep audience connections, content relevance, and data-driven engagement. In India, where digital consumption continues to rise, influencers are not just amplifying brand messages—they’re helping shape buying decisions and consumer trust at scale.
But with this evolution comes a growing responsibility. Ethical influencing—grounded in transparency, authenticity, and accountability—is emerging as the new gold standard. At the recent MMA Global panel titled Ethical Influencing: How Responsible Influencer Marketing Drives Long-Term Brand Growth, leading marketers and creators came together to discuss how ethical practices in the influencer space are essential to building lasting consumer relationships and protecting brand integrity.
Moderated by Dr Kushal Sanghvi, Chief Revenue Officer at iCubesWire, the panel featured a lineup of speakers comprising Anupam Tripathi, GM – Marketing and Media Head, Lenskart; Ganapathy Subramaniam, CMO, LT Foods; Vidushi Goyal, CMO, Swiss Beauty; and Influencer Harpreet Suri.
“In today’s digital landscape, influencer marketing is no longer optional—it’s essential. Gone are the days when it was treated as a checkbox. You don’t need to justify its value to leadership anymore—it’s a given,” said Tripathi.
He added that even under financial constraints, authentic influencer content would remain a top priority. “If my marketing budget was slashed to one-tenth, I’d still invest in influencers. Their authenticity, when amplified through digital media, delivers unmatched ROI.”
Tripathi shared that Lenskart works with over 5,000 micro-influencers, many of whom have been collaborating with the brand for over three years. “These are not transactional relationships—they’re partnerships rooted in shared purpose and mutual respect.”
Representing the creator community, Suri brought a perspective. “I will never endorse a product I don’t believe in—even if the paycheck is tempting,” she said. “My audience trusts me because I show them the good, the bad, and everything in between.”
Suri emphasised that influencer-brand dynamics have matured significantly. “Earlier, brands wanted us to read a script. Now they say, ‘Just say it in your own voice.’ That shift is huge—and it’s what makes influencer marketing work today.”
She also advocated for better monetisation models. “If our content goes viral and drives results, why shouldn’t creators share in the success? Let’s reward performance, not just promises.”
Subramaniam of LT Foods echoed the importance of mutual respect in influencer partnerships. “When brands micromanage creators, they lose out on magic. You can’t script authenticity. Collaborate, don’t prescribe—that’s the only way to win trust.” He drew parallels between modern influencers and traditional word-of-mouth champions. “Influencer marketing isn’t new—it just has a new name. Our grandmothers were the original influencers, shaping choices in ways that still mirror what we’re doing today,” he added.
Subramaniam also warned against obsessing over virality. “We don’t chase viral—we chase meaning. The goal is relevance and resonance, not shock value.”
Throughout the session, a clear theme emerged: ethical influencing isn’t just a moral imperative—it’s a marketing advantage. Long-term collaborations, creator autonomy, and community trust are proving far more effective than short-term gimmicks.
Sanghvi concluded that brands are moving from scripts to stories, and from control to collaboration. Ethical influencer marketing isn’t about chasing virality—it’s about creating lasting impact.
As influencer marketing matures, brands and creators alike are embracing this new era—where shared values, authentic voices, and responsible practices are driving the kind of engagement that no algorithm can fake.
